“Not everyone can relate to dunking, but any player can relate to changing direction.” – James Harden
This insight, reinforced by the main product benefit of ForgeFiber inspired us to celebrate what James does better than anyone else on the court – start, stop and change direction. Or as we like to put it Gas. Brake. Cook. This concept drove the development of tools for the campaign and informed the strategy of executions across a range of channels. From photography to design to motion to activations, the campaign was designed to mimic the disorienting experience of trying to guard James Harden.
We brought this idea to life through different visual techniques - experimenting with photography, color, printing, time and motion to visually demonstrate the disorienting experience of trying to guard the 2018 MVP. The result was a cross-platform campaign born from insights about James Harden’s game with a bold, progressive creative direction designed to disrupt the basketball marketplace. We expanded the concept of “changing direction” through disruptive digital, social, retail and event executions.
Graphis Advertising Annual 2019 - Silver Award Winner
HOW - InHouse Outstanding Achievement
I was involved with the entire campaign creation from initial briefings through final asset delivery. My role as a designer on the project was to help craft the overall look, feel and tone of the campaign with direction from my Senior Designer and Design Director. I was directly involved in the following aspects of the project:
• Curating initial moodboards
• Assembling creative direction sell-in presentations
• Leading product photography and retouching
• Creating warped scanner treatments on athlete and footwear creative
• Screen printing scanner warped imagery
• Guiding and building final deliverable toolkit and guidelines
• Final asset prep and delivery